1. +
MBA/570
Sustainable Customer Relationships
November / December 2008
2. +
Agenda
Housekeeping
Marketing in the news
Review: major concepts
Marketing Strategy
Service Marketing
Next time…
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS NOV / DEC 2008
3. +
Housekeeping
Z-Wing Papers, Classic Airlines Problem Def.
Final assignment
Classic airlines paper & defense
- or -
Two page executive summary
5 presentation slides (individual)
Group presentation (15 minutes max)
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS NOV / DEC 2008
4. +
Week 5 Concepts
Identify best practices in customer relationship
management
Propose customer acquisition and retention
initiatives
Evaluate customer risk
Align customer relationship initiatives and
organizational goals
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS NOV / DEC 2008
6. This slide brought to you by….
Ads on tests add up for teacher
By Greg Toppo and Janet Kornblum, USA TODAY
Tom Farber gives a lot of tests. He's a calculus teacher, after all. So when administrators at
Rancho Bernardo, his suburban San Diego high school, announced the district was cutting
spending on supplies by nearly a third, Farber had a problem. At 3 cents a page, his tests
would cost more than $500 a year
22. Exercise: What business are you in?
Put on my blue suede shoes Saw the ghost of Elvis
And I boarded the plane On Union Avenue
Touched down in the land of the Delta Blues Followed him up to the gates of
Graceland
In the middle of the pouring rain
W.C. Handy -- won't you look down over me Then I watched him walk right
through
Yeah I got a first class ticket
Now security they did not see him
But I'm as blue as a boy can be
They just hovered 'round his tomb
Then I'm walking in Memphis But there's a pretty little thing
Walking with my feet ten feet off of Beale Waiting for the King
Walking in Memphis
Down in the Jungle Room
But do I really feel the way I feel
You have until the end of the song….go!
23. +
Marketing Myopia
Well known HBR Article
Define your business by customer needs, not
products
What business are you really in?
Railroads, Hollywood, Dupont Nylon
27. +
Land’s End: Strategic Focus
Why the guarantee?
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS NOV / DEC 2008
28. +
Land’s End: Competitive Analysis
Good competitive analysis template
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS NOV / DEC 2008
29. +
Hyundai: Strategic Focus
Why the long warranty?
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS NOV / DEC 2008
30. The BCG Matrix
Kodak digital Kodak digital
camera photo printer
Kodak film sales: US, Kodak self-
Canada, & W. Europe service kiosk
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS NOV / DEC 2008
34. +
Song Airlines Part 1
What do you think of their strategy?
What would Levitt think?
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS NOV / DEC 2008
35.
36. +
Song Airlines Part 2
What are they doing right?
What are they doing wrong?
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS NOV / DEC 2008
37.
38. +
Song Airlines Part 3
What was Song’s biggest mistake?
What happens when you give marketers $20M to
start an airline?
great branding, no product!
you get and airline about nothing!
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS NOV / DEC 2008
41. +
Case Study: Specialized Bicycles
What is their corporate strategy?
How does their culture reinforce that strategy?
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS NOV / DEC 2008
52. +
Phillies Key points
Why reduce the number of seats?
advantages? drawbacks?
How do the Phillies target different demographics?
Hispanic? African American? Asians?
“Ask for the sale”
Promotions?
Results?
53. +
Next Week
Papers – or – presentations due
Select value added customer initiatives
Implement a comprehensive customer relationship
management program
Recommend measures to evaluate customer
profitability and retention
Recommend measures to evaluate customer
relationship management effectiveness
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS NOV / DEC 2008
